| 公众对不同媒体广告态度的调查研究 |
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| 引用本文： | 王丹,杜民,李纪连,张文.公众对不同媒体广告态度的调查研究[J].北京理工大学学报(社会科学版),2006,8(1):110-114. |
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| 作者姓名： | 王丹 杜民 李纪连 张文 |
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| 作者单位： | 北京理工大学,人文社会科学学院,北京,100081;陕西法言律师事务所,西安,710001;大连教育学院,自然科学部,大连,116011;特种警察学院,政教室,北京,100621 |
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| 摘 要： | 通过对不同广告媒体态度指标体系、项目及广告的特征,综合分析了公众对媒体广告的态度体验。选取西安市中心地区中等经济收入被试347名。结果表明:公众对广告整体态度是积极的;电视广告是最实用、有效的媒体广告;公众更关注广告信息传递方面的特征,广告中有产品价格介绍是重要的广告信息传递特征。
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| 关 键 词： | 公众 态度 广告 |
| 文章编号： | 1009-3370(2006)01-0110-05 |
| 收稿时间： | 2005/9/20 0:00:00 |
| 修稿时间： | 2005年9月20日 |
The Investigation on Attitude of Local Public Toward Advertising |
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| WANG Dan,DU Min,LI Ji-lian and ZHANG Wen.The Investigation on Attitude of Local Public Toward Advertising[J].Journal of Beijing Institute of Technology(Social Sciences Edition),2006,8(1):110-114. |
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| Authors: | WANG Dan DU Min LI Ji-lian and ZHANG Wen |
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| Institution: | 1.School of Humanities and Sciences,Beijing Technology Institute,Beijing 1000812.Fayan law office,Xian 7100013.Dalian Education University,Dalian 1160114.Special Police Academy of China,Beijing 100621 |
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| Abstract: | The investigation focused on attitude of local public toward media advertising.By surveying 347 people in Xian,the result showed that people held positive attitude toward advertising in general.The effect of TV advertising just reached its highest points efficiency.People devoted their attention to the characteristics of information transfer of advertising.Introducing prices in adverting should be one of the important traits to advertising message transfer. |
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| Keywords: | local public attitude advertising |
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